{"id":7409,"date":"2008-05-23T11:31:00","date_gmt":"2008-05-23T11:31:00","guid":{"rendered":"http:\/\/www.pharma-mkting.com\/professional-advertising-doing-well-dtc\/"},"modified":"2019-02-21T01:24:50","modified_gmt":"2019-02-21T01:24:50","slug":"professional-advertising-doing-well-dtc","status":"publish","type":"post","link":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/professional-advertising-doing-well-dtc\/","title":{"rendered":"Professional Advertising Doing Well. DTC? Not So Much!"},"content":{"rendered":"

Last month I attended another black-tie awards ceremony in New York City — the Manny Awards — hosted by MedAdNews.<\/p>\n

Three things about this ceremony struck me:<\/p>\n

    \n
  1. The awards were focused solely on the work of agencies producing professional (ie, physician-focused) advertising for the drug industry, and<\/li>\n
  2. I was a stranger in a strange land!<\/li>\n<\/ol>\n

    Oh yeah! #3: Many of these agencies were doing quite well and were hiring! MedAdNews published the financials of many of these agencies and I noted that a good number of them had substantially INCREASED their headcount AND their incomes in 2007 vs. 2006<\/p>\n

    Obviously, pharma spending on physician marketing is alive and well and probably growing.<\/p>\n

    Spending on direct-to-consumer (DTC) advertising, on the other hand, is DECREASING.<\/p>\n

    The recent May issue of MedAdNews lays out the facts in its 14th Annual Report on DTC: $5.37 billion was spent on DTC in 2007 vs. $5.61 in 2006 (a 4.2% decrease; see Table below).<\/p>\n

    \"\"<\/a><\/div>\n
    Media-DTC Advertising Expenditure 2007 vs. 2006 (Source: MedAdNews\/Neilsen Monitor-Plus; includes promotion via Website — not including search — and non-branded advertising.)<\/div>\n

    AbelsonTaylor (AT), which won Mannies for the “Most Admired” as well as the “Most Feared” agency, increased its headcount from 325 in 2006 to 252 in 2007.<\/p>\n

    You may remember AT as the agency responsible for such DTC classics as Abe Lincoln meets beaver in those Rozerem ads (see “Rozerem Ads Dis Lincoln, Show Beaver<\/a>“). But you may not know that AT really specializes in professional promotion and its Rozerem ad debacle (see “Rozerem Ad Spending Exceeds Sales!<\/a>“) was its first foray into DTC advertising. Better stick to your knitting AT. Who knows, maybe the new hires are meant to beef up its DTC division.<\/p>\n

    Cline Davis & Mann, LLC, which won the Manny for Agency of the Year, increased its headcount from650 in 2006 to 735 in 2007.<\/p>\n

    The list goes on.<\/p>\n

    Need to Learn More About Physician Marketing?
    It appears that I need to learn more about the professional side of pharmaceutical marketing because that’s where the smart pharma marketing money is going. And a good place for me — and you — to learn more about that side of the business is at this year’s     Pharma Marketing Networking Dinner Reception<\/a> at the Princeton, NJ Marriott on Wednesday, June 4.<\/p>\n

    <\/a>
    Approximately 50% of registered attendees have indicated that physician marketing\/education is their primary focus and another 14% say it’s their secondary focus.<\/p>\n

    At least 2 presenters — Paul Boidy from ReachMD and Shaun McIver from StreamLogics — will speak about alternative ways of reaching physicians. For more information, please see the agenda for this meeting<\/a>. I hope to see you there!<\/p>\n","protected":false},"excerpt":{"rendered":"

    Last month I attended another black-tie awards ceremony in New York City — the Manny Awards — hosted by MedAdNews. Three things about this ceremony struck me: The awards were focused solely on the work of agencies producing professional (ie, physician-focused) advertising for the drug industry, and I was a stranger in a strange land! […]<\/p>\n","protected":false},"author":2,"featured_media":13101,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[12],"tags":[1077,86,925,233,101,986],"topic":[],"acf":[],"yoast_head":"\nProfessional Advertising Doing Well. DTC? 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